Social Media Measurement | Mike Rowland, Impact Interactions | iStrategy, Chiacgo

“Moving Beyond Counts & Traffic – Social Media

Measurement That Works”

Mike Rowland

President

iStrategy Chicago Meeting

September 16, 2010

Our Experience

Our Clients include:

2©2010 JTS Online Holdings Inc. dba Impact Interactions.

All Rights Reserved.

How Do You Measure

Success in Social Media?

15%

35%40%

10%

Direct ROI

Site Traffic

Participation Only

Not Measuring

©2010 JTS Online Holdings Inc. dba Impact Interactions.

All Rights Reserved. 3

11%

22%

33%

34% Direct ROI

Site Traffic

Participation Only

Not Measuring

B2BB2C

Source: B2B Marketing Goes Social: A White Horse Survey Report,

whitehorse.com/b2bbraintrust, March 2010, Survey Data from 104

Companies

There is a LOT of

Confusion Out There



Source: Social Media Usage, Attitudes and Measurability: What Do

Marketers Think?, King Fish Media, June 2010, Survey Data from 457

respondents (Sponsored by HubSpot and Junta42)

≠ ROI Measure

= ROI Measure



If everything on the web can be

measured, why are we having so

much difficulty?

Perhaps it’s the process not the tools….

Current State of Social

Media: Tactics Versus

Strategy

6

www.yourcompany.com

Add 10 Tweets

per day, RT at

least 4 others’

Tweets

Upload 6

convention

videos, tag, then

imbed on blog

Add 20 photos from

convention, update

status each day –

Do we turn on

comments?

Add 100 photos

from user

convention send

five out on Twitter

Browse 15 industry

blogs, follow up

with our writers for

more entries & to

answer comments

Surf groups, add

our blog content

and links to

YouTube channel

Review our blog, escalate comments,

create reports, talk to marketing about

promotions, check with advertising about

our AdWords campaigns, attend

meetings, attend more meetings, etc.



Review our

Sentiment

Analysis and

Brand Mention

Reports

This Results In Too Much

Steve Urkel Rather Than

Steve Jobs



Photo Courtesy of EW.comPhoto Courtesy of Wired.com



We create lots of content, but not

the results we want

So, let’s go about this in a more focused

manner….

“That Makes Sense”



“Uh Mike, That’s a

Lighthouse…”



“Uh Mike, That’s a

Lighthouse…”



“Why yes, yes it is.”

Image: Fanpop.com

Use the Audience

Appropriate Social Media

Tools Only



www.yourcompany.com

Third party sites should COMPLIMENT not COMPETE with your organization’s web site and offers to produce measurable results

Simplify Your

Measurement Categories

Traffic – How many?

– Visitors, Visits, Page views, Referrers, Comments, Posts, Uploads, Followers, Friends, etc.

Behavior – What did they do? Who are they?

– Page views/Visit, Posts/Visitor, New Registrations/First Time Visitors, Repeat Visitors, Subscriptions, % Customers, Shared Links, % New Followers, % Tweets Re-Tweeted, etc.

Value – What did we gain by using the social media?

– Revenue, Leads, Lower Support Costs, Trial, Purchase Influence, Actionable Insight



Traffic Measures Tactic

Success

This is your base

line information

(counts)









Traffic Metrics

What traffic tells you:– How effective your outreach and third party social media

efforts are in driving visits to your main site

– How effective your content is in meeting audience needs

– What content is popular with visitors and what is not

– Where your visitors are coming from

– What pages/offerings are ‘sticky’



Photo Courtesy of BBC.co.uk

Behavior Measures Offer

Success

This is what Day to

Day Management

should focus upon

This is your base

line information

(counts)









Behavior Metrics

Behavior metrics tell you:– How effective your benefit statement is in moving visitors

to unmask themselves (conversion)

– How interesting is your content to the average visitor

(consumption)

– Are members building your site into their routine

(engagement)

– How healthy is your site content/community/blog

(engagement)

– HOW APPEALING IS YOUR OFFER (engagement)



Photo Courtesy of BBC.co.uk

Value Measures Strategy

Success

This is what Sr.

Management

cares about

This is what Day to

Day Management

should focus upon

This is your base

line information

(counts)









To Measure Value, You

Must Build Relationships

Traffic & Behavior DO NOT EQUAL VALUE (but they do help drive it)

This is what Sr.

Management

cares about

This is what Day to

Day Management

should focus upon

This is your base

line information

(counts)




– Visitors, Visits, Page views, Referrers, Comments,

Posts, Uploads, Followers, Friends, etc.


– Page views/Visit, Posts/Visitor, New

Registrations/First Time Visitors, Repeat Visitors,

Subscriptions, % Customers, Shared Links, % New

Followers, % Tweets Re-Tweeted, etc.

Value – What did we gain by using the social

media?

– Revenue, Leads, Lower Support Costs, Trial,

Purchase Influence, Actionable Insight

Value Metrics

Value equals economic value in terms that make sense for the

business– Value is extremely difficult to measure until your members start interacting with each other and

the site on a regular basis

Analysis is difficult if you base it on social media and site metrics

alone – Be Creative and Build Relationships!– The best value analysis comes from comparing member behaviors against CRM data , but you

must unmask your followers/fans/visitors first in order to start moving towards value

Examples of Value Metrics– Purchase frequency or amount of active member vs average customer

– Lift in sales from use of exclusive offer or code (trial offers)

– Cost of lead generated through social media vs traditional direct mail or tele-marketing efforts

– Customer/Partner/VAR share of wallet or organizational revenues contributed



Questions



Here in person…

On Twitter - @ImpactInteract

On LinkedIn - www.linkedin.com/in/mikerowland

Blog – Impactinteractions.com/Blog

Phone – +1 410 604 3304

http://www.linkedin.com/in/mikerowland

Date post:	03-Sep-2014
Category:	Business
Upload:	istrategy
View:	1,181 times
Download:	1 times

Social Media Measurement | Mike Rowland, Impact Interactions | iStrategy, Chiacgo

Business